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High income earners do not watch local television in Swaziland

The high income-earning segment of the Swazi market prefers watching South African television than watching local ones. The total overall viewership for South African (SA) TV locally, especially in the Mbabane-Manzini Corridor was 28.3%, which is slightly half the total viewership of both Swazi TV and Channel S.

Why is this so and what does it mean for the local marketer? What implications does it have on the marketers advertising spending? And is it still relevant to advertise on local TV if ones' line of business is targeting the high-income end of the market?

Author: Mangaliso Mkhatshwa

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